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July 29 2014

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Dana Lorenz Opens Store, Launches Fine Jewelry Line

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It’s not something you’d pick up from either Fenton or Fallon, the two jewelry lines she designs, but Dana Lorenz really loves pink. That much is clear from the decor of her new Fenton/Fallon store in Freeman Alley on the Lower East Side. Opening September 1, the shop—Lorenz’s first—is shot through with a color best described as eighties neon Pepto. The edited collection of eighties/early nineties-era vintage clothing she’s stocking hangs from pink Lucite poles, for example, and the color’s there in the upholstery fabric based on Doutzen Kroes’ hair that occasional Lorenz collaborator Thakoon designed for the boutique. “I kind of based the decor on the town house where Sigourney Weaver lives in Working Girl,” explains Lorenz. “I love how she has an Apple II computer sitting on a Biedermeier desk. It’s like a place she inherited and then sort of randomly added to.” Working Girl is one of the films Lorenz intends to have playing on the flat-screen hanging on one wall; episodes of Dynasty are another good bet for the repertoire, given that the drink Lorenz will be serving at the Fenton/Fallon opening party on the 8th is called a Joan Collins (“it’s pink”). But catching up with Alexis and Crystal isn’t the only good reason to visit. In addition to pieces from her Fenton and Fallon collections, Lorenz will be retailing limited-edition pieces based on the stuff she designs for shoots, and the boutique will also house the fine jewelry collection she’s introducing just in time for her opening do. “It’s very focused,” she explains. “Twelve pieces, all very graphic.” Yes, that means there will be pink.

Photo: Jeffrey Docherty

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